Unchained How Aave Labs and the DAO Should Split Ownership of the Brand - Uneasy Money
Jan 12, 2026
Marc Zeller, founder of the Aave Chan Initiative, dives into the Aave brand ownership battle, revealing a contentious vote over control of brand assets. He explains the implications of a recent revenue redirection by Aave Labs and why legal ownership matters for token holders. The conversation touches on regulatory pressures, governance risks, and the revenue model affecting valuations. Additionally, Zeller discusses the controversies surrounding Infinex's ICO and the nuances of prediction markets, highlighting the need for clearer structures in decentralized governance.
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Brand Ownership Reduces Governance Uncertainty
- Ownership of brand and IP creates long-term certainty for DAOs and reduces asymmetric power between labs and token holders.
- Marc Zeller argues a neutral legal wrapper holding brand assets protects token holders and aligns incentives across actors.
Front Ends Can Capture The High-Margin Value
- Intangible assets like domains and front-ends require legal wrappers for DAOs to have practical control.
- Without that control, high-margin distribution channels can sit outside the DAO and cap the protocol's valuation.
Incentivize Front-Ends With Defined Revenue Shares
- Reintroduce referral or revenue-share programs to incentivize front-end builders to serve Aave users.
- Define clear revenue shares and mandates so builders can run sustainable businesses while serving the protocol.